indoor cycling
are clubs that combine cycling and rowing in the same class, or cycling and upper body strength work using bands or TRX suspension training. You could also create a dual function for your studio, using it for PT training sessions or circuit training classes. This could have a positive impact on secondary income, as well as member satisfaction and retention.”
go virtual Warren and the ICG
have another solution:
“With more classes comes increased cost. Virtual coaching meets the need head-on.” ICG will launch
(Above) Trixter offers
its Myride+ group experience at LIW in September. Using a virtual coach to run classes when the studio would otherwise be empty, participants cycle through on-screen scenery in over 140 world destinations, with a variety of programmes including fat burning, interval and cardio training. Warren says the package – which can be used with any indoor cycling bike – can increase return from a cycling studio by 500 per cent. “Budget clubs have seized the fi nancial
model. It’s a one-off expenditure, roughly comparable to purchasing a new treadmill, and the system runs automatically, creating a 24/7 solution,” he says. However, he stresses: “It’s not about replacing instructors but about making use of otherwise dead time.” Indeed, Warren is also quick to stress
the role of Myride+ in live classes, with Virgin Active one big name that’s investing in the system to enhance the experience in its instructor-led classes.
a Leadership Award for school kids, which can be run from clubs’ studios. (Below) Fresh Fitness’ Wexer Cycling Cinema. (Right) RealRyder’s realistic tilting action
Nevertheless, The
Gym Group is trialling the virtual system after discovering that instructor- led live classes were not
profi table. “Our gyms are extremely
busy and we’re open 24/7. To give over space to a studio that was in use maybe four or fi ve hours a day was hugely restricting for our facility,” says CEO John Treharne. Rather than earning an income of their own, he sees virtual classes as a way to help with attrition and retention; the classes will be included in the £15.99 monthly membership. “We see them as a cost-effective way to make our offer more attractive,” he adds. easyGym is also taking on Myride+.
It will, however, still run instructor-led classes at peak times and charge for both live and virtual classes. “As well as providing an extra dimension to our clubs, indoor cycling can be a profi t model in its own right,” says Keith Burnet, joint CEO. But he adds a note of caution: “We believe people should only have to pay for the things they use. Charging for
classes fi ts our model, but if someone is a very frequent class-goer, this may not something that works for them. This is more targeted at people who take one or two classes a week rather than every day.” Already seeing success from virtual
cycling is Fresh Fitness, the budget chain in Denmark run by Rasmus Ingerslev. Fresh Fitness exclusively uses the virtual Cycling Cinema concept developed by Wexer, also run by Ingerslev. “We believe an indoor cycling studio is viable as long as it contributes on an equal basis to the rest of your fl oorspace. In our club, the cycling studio takes up 3 per cent of the total space, but it accounts for 6 to 10 per cent of the traffi c.” Ingerslev recommends clubs use virtual cycling in combination with live classes:
“I would cut out one or two live classes to cover the cost of installing the virtual system, then increase the usage to 90 per cent of opening times. You have everything to gain and nothing to lose.” However, adds Lapetra: “While I would
agree that it seems to be the perfect fi t for budget clubs, overall we feel that 50 per cent of indoor cycling’s success is down to well-trained coaches that can educate, engage and retain members.”
tap into the community Meanwhile Trixter has created links in
the community – with schools and cycling clubs, for example – so its clients can rent their studios to other user groups during quieter times. “Schools can rent an indoor cycling studio at a health club to run our Leadership Award,” says Wood.
“It’s the equivalent of a grade B GCSE and teaches kids to run the VRX classes. They learn how to use the bikes, how to teach a class, the physiological benefits of the class, and how the body works. The children who complete the course can then teach the class to their peers.” And Colston suggests taking the
bikes out into the community to attract 38 Read Health Club Management online at
healthclubmanagement.co.uk/digital august 2011 © cybertrek 2011
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